The Business Of Fashion: The Unsung Employees Behind China’s Luxury Retail Boom

Katie Sham, a retail and consumer goods principal at Oliver Wyman, says these communications aren’t limited to products and promotions but cover a wide range of day-to-day topics, and messages from SAs are welcomed by consumers, who see their SA taking the time to check in with them is a sign of how valued they are, by their SA and, by extension, by the brand they are working for. Another headache for brands is the gifting that goes on between customers and their SAs in order to curry favor. The solution for many of these issues, Sham adds, starts with an added awareness of the problem and follows with brands having the managers put a higher priority on the wellbeing of their SAs.

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